The Kenyatta International Convention Centre (KICC) hosted the inaugural Meetings, Incentives, Conferences, and Exhibitions (MICE) Stakeholder Forum today, bringing together key players to strategize on positioning Kenya at the forefront of Africa’s MICE industry.
In his opening remarks on Wednesday 25 September 2024,the CEO of KICC CPA James Mwaura emphasized the pivotal role of tourism in Kenya’s economy, highlighting the MICE sector as a cornerstone of economic growth that fosters collaboration, innovation, and global partnerships.
He commended the delegates for their commitment to collectively advance the industry, noting that a well-developed MICE sector not only attracts international conferences, exhibitions, and events but also propels local business growth, drives employment, and showcases Kenya as a premier global events destination.
“It is essential to acknowledge the transformative power of a well-developed MICE product. A robust MICE sector attracts international events and drives local economic growth, providing opportunities for businesses and enhancing Kenya’s global reputation,” said Mr. Mwaura.
He urged the private sector to leverage its wealth of knowledge and experience to develop forward-looking, inclusive, and adaptable strategies for the evolving MICE landscape.
Gregg Talley, FASAE, CAE, and CEO of Talley Management Group, with over 42 years of experience in MICE sales and bidding, stressed the need for a comprehensive MICE strategy to guide policymakers.
He highlighted the importance of establishing a convention bureau as a critical step for Kenya to competitively bid for MICE events.
Mr. Talley also pointed out that Kenya lacks a clear visibility strategy to capitalize on Africa’s growing business events market, which comprises a quarter of global business events.
He advocated for linking MICE bidding efforts with major inbound investment projects and recommended adopting open skies and trade policies to enhance Kenya’s competitiveness.
Speaking virtually from Rwanda, Frank Murangwa, Regional Director for Africa at the International Congress and Convention Association (ICCA), urged delegates to join ICCA, the largest MICE data hub with over 1,000 members across 100 countries.
He noted that Africa held only 371 meetings out of 10,000 global meetings last year, with South Africa leading in association meetings, followed by Rwanda and Kenya. He encouraged Kenya to expand its membership in global MICE associations to enhance its market presence.
During a panel discussion moderated by MICE Ambassador Jeffers Miruka, Sawela Lodges Marketing Manager Lydia Kimani highlighted the importance of capacity building and embracing hybrid events, a key lesson from the COVID-19 pandemic.
During a panel discussion moderated by MICE Ambassador Jeffers Miruka, Sawela Lodges Marketing Manager Lydia Kimani highlighted the importance of capacity building and embracing hybrid events, a key lesson from the COVID-19 pandemic.
She noted that Kenya’s MICE appeal had waned due to infrastructure challenges starting at ports of entry and called for proactive measures against emerging health concerns, such as Mpox.
PrideInn CEO Hasnain Noorani addressed infrastructure concerns, praising recent developments like the Nairobi Expressway as transformative for the industry.
He emphasized the need to focus on realistic bids and to build capacity beyond Nairobi to unlock Kenya’s full MICE potential.
Mr. Noorani also stressed the importance of consistent communication, visibility, and sustainability practices, such as venues that offset carbon footprints, to appeal to international event planners.
Concluding the forum, Mr. Mwaura echoed the panellists’ sentiments, urging MICE suppliers to join international associations like ICCA and to leverage technology and data to enhance Kenya’s MICE capabilities.
He highlighted Kenya’s advantages, including its favourable climate, democratic environment, and advanced medical infrastructure, positioning it as a competitive MICE destination.
Mr. Mwaura also noted KICC’s continuous modernization efforts, including the introduction of alternative revenue streams such as the region’s first high-pressure choreographed fountain show and a revamped helipad for filming.
The forum marks a significant step in uniting stakeholders to strengthen Kenya’s position in the global MICE industry.
